Shark fin soup may be a worldwide delicacy, but shark fishing is a worldwide scourge. Since the only desirable part of the animal — its fins — comprise just 2% of its body weight, fishermen need to kill over 73 million sharks per year to keep up with demand, and eliminating so many large predators can be detrimental to the world’s ocean ecosystems. And all for small bowls of soup.

So, in collaboration with China’s International Fund for Animal Welfare — one of the country’s largest environmental awareness organizations — Y&R Shanghai introduced a campaign to draw attention to the problem of shark overfishing. The public exhibits feature shark-sized coffins with fins protruding sinisterly, while small plaques nearby offer an explanation and ask visitors to sign a petition pledging to stop eating the animals. Nearly 50,000 people have added their names thus far.